The Singleton launches with a multi-sensory Single Malt exhibition
The Singleton, hailed as the world’s Best Tasting Single Malt Whisky, is set to usher in a new era of Single Malt appreciation in South Africa with the launch of the Singleton Tailfire at the Taste Above All event in Johannesburg on April 22nd.
Guests at the Taste Above All Else launch event will experience an artful exhibition of the whisky’s flavor profile by star Chef and experience designer Caro De Waal, and take in artwork inspired by The Singleton by photographer Lebo Lukewarm.
The Singleton of Dufftown and The Singleton Tailfire are set to usher in a new era of Single Malt appreciation in the market, going against the grain to prove that this style of whisky can be vibrant, fresh and exciting.
Known for her creative cuisine, Caro De Waal, meanwhile, will present an exhibition of dishes and creations, which deconstruct and represent the flavours of The Singleton of Dufftown and The Singleton Tailfire.
“The Singleton’s motto is ‘Taste Above All Else’, and so it links in perfectly with cuisine. I envision guests walking through the rustic venue as they would an edgy art gallery, and appreciating my representations of the flavour notes by engaging with the installations. This way we bring taste, art and design together in a sensory experience.” says Caro De Waal.
Guests will then be treated to an innovative dinner incorporating The Singleton, further engaging their sense of taste with the Single Malts’ bold, unexpected flavour notes.
“The Singleton’s whiskys are exquisite – with Tailfire exhibiting flavour notes that run counter to the conventional expectations of a Single Malt. Instead of peat and smoke, the whisky exudes notes of berries, jam, vanilla, toasted oak and vibrant cut grass. What a great palate of flavours to be inspired by!” adds Caro.
Taste will, however, not be the only sense immersed, as guests will take in the art of photographer Lebo Lukewarm, who will break down the character of the malts via his own artistic interpretation.
“In The Singleton-inspired artwork, my intention is to convey the vibrancy and taste of this spirit. I love the fact that, while it maintains a classic style, The Singleton dispels the age-old impression that Single Malt is a drink only enjoyed by a very specific kind of person” says Lebo.
The sense of challenging pre-conceived notions around Single Malts is a pivotal point in The Singleton’s philosophy and, as such, this unique launch event was designed to give a new sense of appreciation to the spirit.
“Our desire was to make a great tasting single malt that everyone can enjoy and we have done everything we can to make it so. The Singleton’s logo depicts a leaping salmon swimming upstream, going against the norm and forging a new path. This is exactly what the brand does with it’s progressive take on life, and is why we have conceptualised an event that matches this innovative character trait” adds Avukile Mabombo, brandhouse Reserve Marketing Manager.
Brandhouse Beverages (Pty) Ltd was formed on 1 July 2004 as a joint venture between Diageo, Heineken International and Namibia Breweries Ltd. It is South Africa’s leading premium drinks company with an unrivalled portfolio of brands across the spirits, beer and cider categories. These include Johnnie Walker, J&B, Smirnoff, Bell’s, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, Amstel, Heineken, Windhoek, Foundry, and Guinness among others.
For more information about brandhouse, its people, and brands visit us at www.brandhouse.co.za.
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